{"id":4319,"date":"2026-08-13T16:59:17","date_gmt":"2026-08-13T16:59:17","guid":{"rendered":"https:\/\/vbaseup.com\/kien-thuc\/?p=4319"},"modified":"2026-08-24T17:29:59","modified_gmt":"2026-08-24T17:29:59","slug":"banner-blindness","status":"publish","type":"post","link":"https:\/\/vbaseup.com\/kien-thuc\/banner-blindness\/","title":{"rendered":"V\u00ec sao kh\u00e1ch h\u00e0ng lu\u00f4n b\u1ecb “m\u00f9 qu\u1ea3ng c\u00e1o”?"},"content":{"rendered":"

B\u1ea1n \u0111\u1ecdc h\u1ebft m\u1ed9t b\u00e0i vi\u1ebft tr\u00ean website r\u1ed3i tho\u00e1t ra, nh\u01b0ng li\u1ec7u c\u00f3 th\u1ec3 nh\u1edb n\u1ed5i banner b\u00ean c\u1ea1nh v\u1eeba hi\u1ec3n th\u1ecb th\u01b0\u01a1ng hi\u1ec7u g\u00ec kh\u00f4ng?<\/p><\/blockquote>\n

C\u00f3 th\u1ec3 m\u1eaft b\u1ea1n \u0111\u00e3 nh\u00ecn th\u1ea5y n\u00f3, c\u00f2n b\u1ed9 n\u00e3o th\u00ec quy\u1ebft \u0111\u1ecbnh b\u1ecf qua t\u1eeb tr\u01b0\u1edbc.<\/p>\n

Kh\u00f4ng h\u1eb3n v\u00ec b\u1ea1n l\u01a1 \u0111\u00e3ng. Ch\u1ec9 c\u1ea7n nh\u1eadn ra m\u1ed9t kh\u1ed1i h\u00ecnh ch\u1eef nh\u1eadt c\u00f3 v\u1ecb tr\u00ed v\u00e0 thi\u1ebft k\u1ebf tr\u00f4ng gi\u1ed1ng qu\u1ea3ng c\u00e1o, n\u00e3o s\u1ebd nhanh ch\u00f3ng g\u1eafn nh\u00e3n \u0111\u00e2y l\u00e0 th\u1ee9 kh\u00f4ng c\u1ea7n thi\u1ebft \u0111\u1ec3 b\u1ea1n ti\u1ebfp t\u1ee5c t\u1eadp trung v\u00e0o ph\u1ea7n n\u1ed9i dung m\u00ecnh \u0111ang t\u00ecm ki\u1ebfm.<\/p>\n

V\u1edbi nh\u1eefng ng\u01b0\u1eddi m\u1edbi t\u00ecm hi\u1ec3u v\u1ec1 website marketing, ph\u1ea3n x\u1ea1 n\u00e0y tr\u1edf th\u00e0nh m\u1ed9t r\u00e0o c\u1ea3n \u00e2m th\u1ea7m. Banner, pop-up, n\u00fat CTA, th\u1eadm ch\u00ed nh\u1eefng th\u00f4ng b\u00e1o th\u1eadt s\u1ef1 quan tr\u1ecdng v\u1eabn tr\u1edf n\u00ean v\u00f4 h\u00ecnh d\u00f9 \u0111ang hi\u1ec3n th\u1ecb r\u00f5 r\u00e0ng tr\u00ean m\u00e0n h\u00ecnh. Hi\u1ec7n t\u01b0\u1ee3ng n\u00e0y \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 m\u00f9 banner (banner blindness<\/em>)<\/strong>.<\/p>\n

Banner blindness l\u00e0 g\u00ec?<\/strong><\/h2>\n

M\u00f9 banner l\u00e0 hi\u1ec7n t\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng v\u00f4 th\u1ee9c, ho\u1eb7c \u0111\u00f4i khi ch\u1ee7 \u0111\u1ed9ng, b\u1ecf qua nh\u1eefng th\u00e0nh ph\u1ea7n tr\u00ean giao di\u1ec7n c\u00f3 h\u00ecnh d\u00e1ng, thi\u1ebft k\u1ebf hay v\u1ecb tr\u00ed tr\u00f4ng gi\u1ed1ng qu\u1ea3ng c\u00e1o<\/strong>. Ngay c\u1ea3 khi kh\u1ed1i n\u1ed9i dung \u0111\u00f3 ch\u1ee9a th\u00f4ng tin h\u1eefu \u00edch, m\u1eaft c\u1ee7a h\u1ecd v\u1eabn c\u00f3 xu h\u01b0\u1edbng \u201cnh\u1ea3y qua\u201d m\u00e0 kh\u00f4ng d\u1eebng l\u1ea1i \u0111\u1ec3 x\u1eed l\u00fd.<\/p><\/blockquote>\n

Kh\u00e1i ni\u1ec7m n\u00e0y \u0111\u01b0\u1ee3c hai nh\u00e0 nghi\u00ean c\u1ee9u Jan Panero Benway v\u00e0 Lane P. Lane \u0111\u01b0a ra l\u1ea7n \u0111\u1ea7u v\u00e0o n\u0103m 1998. Tuy nhi\u00ean, g\u1ed1c r\u1ec5 c\u1ee7a hi\u1ec7n t\u01b0\u1ee3ng kh\u00f4ng h\u1eb3n n\u1eb1m \u1edf vi\u1ec7c banner \u201cx\u1ea5u\u201d hay \u0111\u01b0\u1ee3c \u0111\u1eb7t sai ch\u1ed7, m\u00e0 \u0111\u1ebfn t\u1eeb c\u00e1ch b\u1ed9 n\u00e3o t\u1ef1 b\u1ea3o v\u1ec7 ch\u00fang ta tr\u01b0\u1edbc t\u00ecnh tr\u1ea1ng qu\u00e1 t\u1ea3i th\u00f4ng tin. M\u1ed7i khi l\u01b0\u1edbt web, n\u00e3o ph\u1ea3i x\u1eed l\u00fd h\u00e0ng ch\u1ee5c t\u00edn hi\u1ec7u th\u1ecb gi\u00e1c c\u00f9ng l\u00fac. \u0110\u1ec3 kh\u00f4ng b\u1ecb qu\u00e1 t\u1ea3i, h\u1ec7 th\u1ed1ng nh\u1eadn th\u1ee9c t\u1ef1 t\u1ea1o ra m\u1ed9t b\u1ed9 l\u1ecdc<\/strong>, gi\u1eef l\u1ea1i nh\u1eefng g\u00ec ph\u1ee5c v\u1ee5 \u0111\u00fang m\u1ee5c ti\u00eau b\u1ea1n \u0111ang t\u00ecm ki\u1ebfm v\u00e0 lo\u1ea1i b\u1ecf ph\u1ea7n c\u00f2n l\u1ea1i. Banner th\u01b0\u1eddng n\u1eb1m trong nh\u00f3m b\u1ecb lo\u1ea1i \u0111\u1ea7u ti\u00ean.<\/p>\n

M\u00f9 banner kh\u00f4ng ph\u1ea3i chuy\u1ec7n c\u1ea3m t\u00ednh<\/strong><\/h2>\n

Hi\u1ec7n t\u01b0\u1ee3ng n\u00e0y \u0111\u00e3 \u0111\u01b0\u1ee3c ch\u1ee9ng minh qua nhi\u1ec1u nghi\u00ean c\u1ee9u h\u00e0nh vi v\u00e0 c\u00e1c th\u00ed nghi\u1ec7m theo d\u00f5i chuy\u1ec3n \u0111\u1ed9ng m\u1eaft (eye-tracking<\/strong><\/em>), cho th\u1ea5y ph\u1ea3n x\u1ea1 b\u1ecf qua di\u1ec5n ra ngay trong l\u00fac ng\u01b0\u1eddi d\u00f9ng \u0111\u1ecdc trang.<\/p>\n

\n

\"Trang
Gaze plot cho th\u1ea5y ng\u01b0\u1eddi d\u00f9ng b\u1ecf qua k\u1ebft qu\u1ea3 qu\u1ea3ng c\u00e1o \u0111\u1ea7u ti\u00ean \u0111\u1ec3 t\u1eadp trung v\u00e0o n\u1ed9i dung t\u1ef1 nhi\u00ean. Ngu\u1ed3n \u1ea3nh: Nielsen Norman Group<\/figcaption><\/figure><\/figure>\n

Th\u00ed nghi\u1ec7m 5 gi\u00e2y tr\u00ean m\u1ed9t website b\u00e1n n\u1ebfn<\/strong><\/h3>\n

Trong m\u1ed9t lo\u1ea1t b\u00e0i ki\u1ec3m tra 5 gi\u00e2y (five-second test<\/strong><\/em>), c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u cho ng\u01b0\u1eddi tham gia l\u1ea7n \u0111\u1ea7u truy c\u1eadp c\u00f9ng m\u1ed9t website b\u00e1n n\u1ebfn tr\u1ef1c tuy\u1ebfn. S\u1ed1 l\u01b0\u1ee3ng banner qu\u1ea3ng c\u00e1o xung quanh \u0111\u01b0\u1ee3c t\u0103ng d\u1ea7n \u0111\u1ec3 \u0111o xem ch\u00fang \u1ea3nh h\u01b0\u1edfng th\u1ebf n\u00e0o \u0111\u1ebfn kh\u1ea3 n\u0103ng nh\u1eadn bi\u1ebft n\u1ed9i dung ch\u00ednh c\u1ee7a trang.<\/p>\n

\u1ede phi\u00ean b\u1ea3n g\u1ed1c ch\u1ec9 c\u00f3 1 qu\u1ea3ng c\u00e1o, 71% ng\u01b0\u1eddi tham gia<\/strong> x\u00e1c \u0111\u1ecbnh \u0111\u00fang \u0111\u00e2y l\u00e0 website b\u00e1n n\u1ebfn.<\/p>\n

Nh\u01b0ng khi c\u00e1c banner \u0111\u01b0\u1ee3c th\u00eam v\u00e0o xung quanh, t\u1ef7 l\u1ec7 nh\u1eadn bi\u1ebft ch\u00ednh x\u00e1c l\u1ea1i s\u1ee5t gi\u1ea3m \u0111\u00e1ng k\u1ec3.<\/p>\n

\u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0 qu\u1ea3ng c\u00e1o kh\u00f4ng ch\u1ec9 b\u1ecb b\u1ecf qua. Khi xu\u1ea5t hi\u1ec7n qu\u00e1 nhi\u1ec1u, ch\u00fang c\u00f2n tr\u1edf th\u00e0nh m\u1ed9t d\u1ea1ng \u201cr\u00e1c th\u1ecb gi\u00e1c\u201d<\/strong>, l\u00e0m ng\u01b0\u1eddi d\u00f9ng kh\u00f3 ti\u1ebfp nh\u1eadn th\u00f4ng \u0111i\u1ec7p c\u1ed1t l\u00f5i m\u00e0 website mu\u1ed1n truy\u1ec1n t\u1ea3i. N\u1ebfu giao di\u1ec7n qu\u00e1 r\u1ed1i, h\u1ecd s\u1eb5n s\u00e0ng tho\u00e1t trang ngay l\u1eadp t\u1ee9c.<\/p>\n

Eye-tracking New York Times: So s\u00e1nh 2004 v\u00e0 2016<\/strong><\/h3>\n

M\u1ed9t nghi\u00ean c\u1ee9u kinh \u0111i\u1ec3n kh\u00e1c s\u1eed d\u1ee5ng c\u00f4ng ngh\u1ec7 eye-tracking<\/strong><\/em> \u0111\u1ec3 so s\u00e1nh c\u00e1ch ng\u01b0\u1eddi d\u00f9ng \u0111\u1ecdc trang ch\u1ee7 New York Times \u1edf hai th\u1eddi \u0111i\u1ec3m 2004 v\u00e0 2016. Tr\u00ean phi\u00ean b\u1ea3n n\u0103m 2016 xu\u1ea5t hi\u1ec7n m\u1ed9t banner IBM r\u1ea5t l\u1edbn, v\u00e0 l\u1ed9 tr\u00ecnh m\u1eaft c\u1ee7a ng\u01b0\u1eddi d\u00f9ng b\u1eaft \u0111\u1ea7u nh\u1ea3y kh\u1eafp trang thay v\u00ec di chuy\u1ec3n theo quy lu\u1eadt nh\u01b0 \u1edf phi\u00ean b\u1ea3n 2004. D\u1eef li\u1ec7u heatmap<\/strong> cho th\u1ea5y h\u1ecd c\u00f3 li\u1ebfc nh\u00ecn banner IBM l\u00fac \u0111\u1ea7u, nh\u01b0ng g\u1ea7n nh\u01b0 l\u1eadp t\u1ee9c d\u1eddi m\u1eaft sang n\u01a1i kh\u00e1c. Ng\u01b0\u1eddi d\u00f9ng ch\u1ee7 \u0111\u1ed9ng \u201cch\u1ea1y tr\u1ed1n th\u1ecb gi\u00e1c\u201d<\/strong> kh\u1ecfi khu v\u1ef1c qu\u1ea3ng c\u00e1o \u0111\u1ec3 t\u00ecm l\u1ea1i ph\u1ea7n n\u1ed9i dung ch\u1eef, cu\u1ed1i c\u00f9ng v\u1eabn t\u1eadp trung v\u00e0o trung t\u00e2m v\u00e0 g\u00f3c tr\u00ean b\u00ean tr\u00e1i trang – nh\u1eefng n\u01a1i h\u1ecd \u0111\u00e3 h\u1ecdc \u0111\u01b0\u1ee3c r\u1eb1ng kh\u00f4ng c\u00f3 qu\u1ea3ng c\u00e1o.<\/p>\n

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\"Hai
Heatmap so s\u00e1nh c\u00e1ch ng\u01b0\u1eddi d\u00f9ng quan s\u00e1t trang ch\u1ee7 New York Times n\u0103m 2016 v\u00e0 2004. Ngu\u1ed3n \u1ea3nh: Speero<\/figcaption><\/figure><\/figure>\n

V\u00ec sao n\u00e3o b\u1ed9 l\u1ea1i t\u1ef1 \u0111\u1ed9ng \u201cskip\u201d tr\u01b0\u1edbc banner?<\/strong><\/h2>\n

D\u01b0\u1edbi g\u00f3c \u0111\u1ed9 khoa h\u1ecdc th\u1ea7n kinh, c\u00f3 3 c\u01a1 ch\u1ebf ch\u00ednh<\/strong> \u0111\u1ee9ng sau ph\u1ea3n x\u1ea1 b\u1ecf qua n\u00e0y.<\/p>\n

Gi\u1edbi h\u1ea1n c\u1ee7a tr\u00ed nh\u1edb ng\u1eafn h\u1ea1n (working memory)<\/strong><\/h3>\n

N\u00e3o ch\u1ec9 c\u00f3 th\u1ec3 x\u1eed l\u00fd v\u00e0 l\u01b0u gi\u1eef m\u1ed9t l\u01b0\u1ee3ng th\u00f4ng tin \u00fd th\u1ee9c r\u1ea5t gi\u1edbi h\u1ea1n trong tr\u00ed nh\u1edb ng\u1eafn h\u1ea1n. \u0110\u1ec3 ho\u1ea1t \u0111\u1ed9ng gi\u1eefa m\u1ed9t m\u00f4i tr\u01b0\u1eddng ch\u1ee9a qu\u00e1 nhi\u1ec1u k\u00edch th\u00edch, h\u1ec7 th\u1ed1ng nh\u1eadn th\u1ee9c \u00e1p d\u1ee5ng hai l\u1edbp ch\u1ecdn l\u1ecdc<\/strong>: ch\u1ec9 nh\u1eefng g\u00ec n\u1eb1m \u0111\u00fang ti\u00eau \u0111i\u1ec3m m\u1eaft (fixated<\/strong><\/em>) m\u1edbi \u0111\u01b0\u1ee3c x\u1eed l\u00fd v\u1edbi \u0111\u1ed9 ph\u00e2n gi\u1ea3i cao nh\u1ea5t, v\u00e0 ch\u1ec9 th\u00f4ng tin \u0111\u01b0\u1ee3c gi\u1eef l\u1ea1i trong tr\u00ed nh\u1edb ng\u1eafn h\u1ea1n m\u1edbi ti\u1ebfp t\u1ee5c \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch s\u00e2u h\u01a1n.<\/p>\n

Banner v\u1ed1n th\u01b0\u1eddng n\u1eb1m ngo\u00e0i ti\u00eau \u0111i\u1ec3m t\u00ecm ki\u1ebfm c\u1ee7a b\u1ea1n, v\u1eady n\u00ean g\u1ea7n nh\u01b0 kh\u00f4ng c\u00f3 c\u01a1 h\u1ed9i \u0111i qua c\u1ea3 hai l\u1edbp l\u1ecdc n\u00e0y. M\u1eaft v\u1eabn l\u01b0\u1edbt qua h\u00ecnh \u1ea3nh, nh\u01b0ng n\u00e3o kh\u00f4ng d\u00e0nh th\u00eam ngu\u1ed3n l\u1ef1c \u0111\u1ec3 ghi nh\u1edb hay hi\u1ec3u n\u1ed9i dung b\u00ean trong.<\/p>\n

H\u00e0nh vi \u0111\u1ecbnh h\u01b0\u1edbng t\u00e1c v\u1ee5 (task-oriented)<\/strong><\/h3>\n

Ch\u00fang ta hi\u1ebfm khi v\u00e0o m\u1ed9t website m\u00e0 kh\u00f4ng c\u00f3 m\u1ee5c ti\u00eau. B\u1ea1n th\u01b0\u1eddng mu\u1ed1n t\u00ecm th\u00f4ng s\u1ed1 s\u1ea3n ph\u1ea9m, so s\u00e1nh gi\u00e1 ho\u1eb7c \u0111\u1ecdc m\u1ed9t b\u00e0i tin t\u1ee9c, v\u00e0 b\u1ed9 n\u00e3o s\u1ebd \u01b0u ti\u00ean nh\u1eefng y\u1ebfu t\u1ed1 gi\u00fap m\u00ecnh ho\u00e0n th\u00e0nh \u0111\u00fang t\u00e1c v\u1ee5 \u0111\u00f3. Trong khi \u0111\u00f3, banner g\u1ea7n nh\u01b0 lu\u00f4n b\u1ecb x\u1ebfp v\u00e0o nh\u00f3m kh\u00f4ng li\u00ean quan. Vi\u1ec7c b\u1ecf qua qu\u1ea3ng c\u00e1o v\u00ec v\u1eady kh\u00f4ng nh\u1ea5t thi\u1ebft l\u00e0 m\u1ed9t quy\u1ebft \u0111\u1ecbnh c\u00f3 \u00fd th\u1ee9c, m\u00e0 ch\u1ec9 l\u00e0 c\u00e1ch n\u00e3o ti\u1ebft ki\u1ec7m th\u1eddi gian \u0111\u1ec3 \u0111\u01b0a b\u1ea1n \u0111\u1ebfn th\u00f4ng tin \u0111ang c\u1ea7n.<\/p>\n

S\u01a1 \u0111\u1ed3 nh\u1eadn th\u1ee9c (cognitive schemas) t\u1eeb th\u00f3i quen d\u00f9ng web<\/strong><\/h3>\n

Sau nhi\u1ec1u n\u0103m l\u01b0\u1edbt Internet, ng\u01b0\u1eddi d\u00f9ng d\u1ea7n h\u00ecnh th\u00e0nh nh\u1eefng \u201cs\u01a1 \u0111\u1ed3 tinh th\u1ea7n\u201d<\/strong> v\u1ec1 c\u1ea5u tr\u00fac quen thu\u1ed9c c\u1ee7a m\u1ed9t website. H\u1ecd bi\u1ebft qu\u1ea3ng c\u00e1o th\u01b0\u1eddng xu\u1ea5t hi\u1ec7n \u1edf \u0111\u1ea7u trang ho\u1eb7c thanh b\u00ean ph\u1ea3i, t\u1eeb \u0111\u00f3 n\u00e3o t\u1ef1 g\u1eafn nh\u00e3n \u201cv\u00f9ng ch\u1ebft\u201d<\/strong> cho nh\u1eefng v\u1ecb tr\u00ed n\u00e0y. Khi s\u01a1 \u0111\u1ed3 tr\u00ean \u0111\u00e3 \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp, m\u1eaft s\u1ebd b\u1ecf qua c\u1ea3 m\u1ed9t khu v\u1ef1c m\u00e0 kh\u00f4ng c\u1ea7n bi\u1ebft n\u1ed9i dung b\u00ean trong l\u00e0 g\u00ec. \u0110i\u1ec1u n\u00e0y c\u0169ng l\u00fd gi\u1ea3i v\u00ec sao m\u1ed9t th\u00f4ng tin h\u1eefu \u00edch v\u1eabn b\u1ecb l\u1edd \u0111i n\u1ebfu ch\u1eb3ng may \u0111\u01b0\u1ee3c \u0111\u1eb7t v\u00e0o \u0111\u00fang n\u01a1i ng\u01b0\u1eddi d\u00f9ng cho r\u1eb1ng qu\u1ea3ng c\u00e1o s\u1ebd xu\u1ea5t hi\u1ec7n.<\/p>\n

M\u00f9 banner \u201c\u1ea9n n\u1ea5p\u201d \u1edf \u0111\u00e2u tr\u00ean website?<\/strong><\/h2>\n

M\u00f9 banner kh\u00f4ng ch\u1ec9 x\u1ea3y ra v\u1edbi qu\u1ea3ng c\u00e1o.<\/p>\n

Ph\u1ea3n x\u1ea1 n\u00e0y len l\u1ecfi v\u00e0o nhi\u1ec1u v\u1ecb tr\u00ed quen thu\u1ed9c v\u00e0 khi\u1ebfn nh\u1eefng th\u00f4ng \u0111i\u1ec7p quan tr\u1ecdng tr\u00ean website b\u1ecb b\u1ecf qua.<\/p>\n

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\"Heatmap
Heatmap cho th\u1ea5y n\u1ed9i dung ch\u00ednh \u0111\u01b0\u1ee3c ch\u00fa \u00fd, c\u00f2n banner \u0111\u1ea7u trang v\u00e0 sidebar ph\u1ea3i g\u1ea7n nh\u01b0 b\u1ecb b\u1ecf qua. Ngu\u1ed3n \u1ea3nh: Nielsen Norman Group<\/figcaption><\/figure><\/figure>\n

Thanh b\u00ean ph\u1ea3i (right sidebar):<\/strong> \u0110\u00e2y l\u00e0 khu v\u1ef1c ch\u1ecbu \u1ea3nh h\u01b0\u1edfng n\u1eb7ng n\u1ec1 nh\u1ea5t, b\u1edfi nhi\u1ec1u website \u0111\u00e3 quen \u0111\u1eb7t c\u00e1c widget qu\u1ea3ng c\u00e1o t\u1ea1i \u0111\u00e2y. Qua th\u1eddi gian, ng\u01b0\u1eddi d\u00f9ng h\u1ecdc c\u00e1ch b\u1ecf qua to\u00e0n b\u1ed9 sidebar ph\u1ea3i, k\u1ec3 c\u1ea3 khi b\u1ea1n \u0111\u1eb7t v\u00e0o \u0111\u00f3 nh\u1eefng li\u00ean k\u1ebft c\u00f3 gi\u00e1 tr\u1ecb nh\u01b0 \u201cB\u00e0i vi\u1ebft ph\u1ed5 bi\u1ebfn\u201d hay \u201cS\u1ea3n ph\u1ea9m b\u00e1n ch\u1ea1y\u201d.<\/p>\n

Nh\u1eefng y\u1ebfu t\u1ed1 \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf qu\u00e1 n\u1ed5i b\u1eadt (over-designed elements):<\/strong> Khi mu\u1ed1n th\u00f4ng b\u00e1o \u201cb\u1ea3o tr\u00ec h\u1ec7 th\u1ed1ng\u201d ho\u1eb7c ch\u01b0\u01a1ng tr\u00ecnh \u201cgi\u1ea3m gi\u00e1 50%\u201d, nhi\u1ec1u ng\u01b0\u1eddi l\u00e0m UX ch\u1ecdn n\u1ec1n \u0111\u1ecf, v\u00e0ng nh\u1ea5p nh\u00e1y c\u00f9ng ph\u1ea7n ch\u1eef to v\u00e0 \u0111\u1eadm \u0111\u1ec3 g\u00e2y ch\u00fa \u00fd. Nh\u01b0ng thi\u1ebft k\u1ebf n\u00e0y l\u1ea1i v\u00f4 t\u00ecnh tr\u00f9ng kh\u1edbp v\u1edbi s\u01a1 \u0111\u1ed3 nh\u1eadn th\u1ee9c v\u1ec1 m\u1ed9t banner qu\u1ea3ng c\u00e1o r\u00e1c, khi\u1ebfn ng\u01b0\u1eddi d\u00f9ng l\u1edd \u0111i ch\u00ednh th\u00f4ng \u0111i\u1ec7p c\u1ea7n \u0111\u01b0\u1ee3c nh\u00ecn th\u1ea5y.<\/p>\n

Qu\u1ea3ng c\u00e1o xen gi\u1eefa n\u1ed9i dung (in-feed ads):<\/strong> Khi \u0111\u1ecdc m\u1ed9t b\u00e0i vi\u1ebft theo h\u00ecnh ch\u1eef F<\/strong> ho\u1eb7c ki\u1ec3u \u201cl\u1edbp b\u00e1nh\u201d (layer cake<\/strong><\/em>), ng\u01b0\u1eddi d\u00f9ng th\u01b0\u1eddng qu\u00e9t nhanh qua t\u1eebng d\u00f2ng. N\u1ebfu gi\u1eefa c\u00e1c \u0111o\u1ea1n v\u0103n xu\u1ea5t hi\u1ec7n m\u1ed9t kh\u1ed1i h\u00ecnh \u1ea3nh t\u01b0\u01a1ng ph\u1ea3n, kh\u00f4ng \u0103n nh\u1eadp v\u1edbi font ch\u1eef v\u00e0 b\u1ed1 c\u1ee5c chung, m\u1eaft s\u1ebd t\u1ef1 \u0111\u1ed9ng nh\u1ea3y qua \u0111\u1ec3 ti\u1ebfp t\u1ee5c \u0111\u1ecdc ph\u1ea7n ch\u1eef b\u00ean d\u01b0\u1edbi.<\/p>\n

\n

\"Heatmap
Kh\u1ed1i qu\u1ea3ng b\u00e1 m\u00e0u xanh xen gi\u1eefa b\u00e0i vi\u1ebft h\u1ea7u nh\u01b0 kh\u00f4ng nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 ch\u00fa \u00fd. Ngu\u1ed3n \u1ea3nh: Nielsen Norman Group<\/figcaption><\/figure><\/figure>\n

L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 th\u00f4ng \u0111i\u1ec7p quan tr\u1ecdng kh\u00f4ng b\u1ecb b\u1ecf qua?<\/strong><\/h2>\n

Banner blindness kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t t\u00ecnh tr\u1ea1ng kh\u00f4ng th\u1ec3 thay \u0111\u1ed5i. Trong UX\/UI Design v\u00e0 t\u1ed1i \u01b0u h\u00f3a chuy\u1ec3n \u0111\u1ed5i (CRO<\/strong><\/em>), c\u00f3 4 nguy\u00ean t\u1eafc<\/strong> gi\u00fap th\u00f4ng \u0111i\u1ec7p c\u00f9ng n\u00fat CTA c\u1ee7a b\u1ea1n c\u00f3 nhi\u1ec1u c\u01a1 h\u1ed9i n\u1eb1m trong t\u1ea7m m\u1eaft ng\u01b0\u1eddi d\u00f9ng h\u01a1n.<\/p>\n

\u0110\u01a1n gi\u1ea3n h\u00f3a thi\u1ebft k\u1ebf v\u00e0 gi\u1ea3m \u201cr\u00e1c th\u1ecb gi\u00e1c\u201d:<\/strong> S\u1ef1 r\u00f5 r\u00e0ng gi\u00fap b\u1ed9 n\u00e3o b\u1edbt ph\u1ea3i l\u1ecdc b\u1ecf qu\u00e1 nhi\u1ec1u y\u1ebfu t\u1ed1 c\u00f9ng l\u00fac. Thay v\u00ec nh\u1ed3i nh\u00e9t h\u00ecnh \u1ea3nh s\u1eb7c s\u1ee1, b\u1ea1n c\u00f3 th\u1ec3 t\u1ea1o th\u00eam kho\u1ea3ng tr\u1ed1ng (negative space<\/em>) xung quanh nh\u1eefng n\u1ed9i dung th\u1eadt s\u1ef1 quan tr\u1ecdng \u0111\u1ec3 m\u1eaft ng\u01b0\u1eddi d\u00f9ng d\u1ec5 nh\u1eadn ra \u0111\u00e2u l\u00e0 th\u1ee9 c\u1ea7n t\u1eadp trung.<\/p>\n

Thi\u1ebft k\u1ebf theo phong c\u00e1ch \u201cnative\u201d:<\/strong> M\u1ed9t th\u00f4ng \u0111i\u1ec7p ho\u1eb7c CTA s\u1ebd \u00edt b\u1ecb b\u1ecf qua h\u01a1n n\u1ebfu font ch\u1eef, m\u00e0u s\u1eafc v\u00e0 \u0111\u1ecbnh d\u1ea1ng t\u01b0\u01a1ng \u0111\u1ed3ng v\u1edbi ph\u1ea7n c\u00f2n l\u1ea1i c\u1ee7a trang. Khi tr\u00f4ng gi\u1ed1ng m\u1ed9t ph\u1ea7n h\u1eefu \u00edch c\u1ee7a n\u1ed9i dung thay v\u00ec m\u1ed9t banner \u0111\u1ee9ng t\u00e1ch bi\u1ec7t, n\u00f3 c\u0169ng \u00edt c\u00f3 nguy c\u01a1 b\u1ecb b\u1ed9 l\u1ecdc c\u1ee7a n\u00e3o lo\u1ea1i b\u1ecf.<\/p>\n

\u0110\u1eb7t th\u00f4ng tin quan tr\u1ecdng l\u00ean tr\u01b0\u1edbc (front-loading):<\/strong> V\u00ec ng\u01b0\u1eddi d\u00f9ng scan trang nhanh, th\u00f4ng \u0111i\u1ec7p c\u1ed1t l\u00f5i v\u00e0 gi\u00e1 tr\u1ecb \u0111\u1ed9c b\u1ea3n n\u00ean \u0111\u01b0\u1ee3c \u0111\u01b0a v\u00e0o v\u00f9ng ph\u00eda tr\u00ean n\u1ebfp g\u1ea5p, d\u1ecdc theo \u0111\u01b0\u1eddng qu\u00e9t t\u1ef1 nhi\u00ean. \u0110\u00f3 th\u01b0\u1eddng l\u00e0 khu v\u1ef1c trung t\u00e2m v\u00e0 g\u00f3c tr\u00ean b\u00ean tr\u00e1i, n\u01a1i m\u1eaft b\u1eaft \u0111\u1ea7u h\u00e0nh tr\u00ecnh t\u00ecm ki\u1ebfm th\u00f4ng tin.<\/p>\n

X\u00e2y d\u1ef1ng c\u1ea5u tr\u00fac d\u1ec5 scan:<\/strong> B\u1ea1n c\u00f3 th\u1ec3 chia nh\u1ecf b\u00e0i vi\u1ebft b\u1eb1ng nh\u1eefng ti\u00eau \u0111\u1ec1 ph\u1ee5 r\u00f5 r\u00e0ng, s\u1eed d\u1ee5ng bullet points v\u00e0 in \u0111\u1eadm c\u00e1c gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i. Nh\u1edd \u0111\u00f3, ng\u01b0\u1eddi \u0111\u1ecdc v\u1eabn n\u1eafm \u0111\u01b0\u1ee3c th\u00f4ng tin ch\u00ednh d\u00f9 ch\u1ec9 l\u01b0\u1edbt m\u1eaft qua trang trong th\u1eddi gian ng\u1eafn.<\/p>\n

Sau c\u00f9ng, m\u00f9 banner kh\u00f4ng x\u1ea3y ra ch\u1ec9 v\u00ec ng\u01b0\u1eddi d\u00f9ng \u201cgh\u00e9t\u201d qu\u1ea3ng c\u00e1o. \u0110\u00e2y l\u00e0 c\u00e1ch b\u1ed9 n\u00e3o b\u1ea3o v\u1ec7 h\u1ecd kh\u1ecfi t\u00ecnh tr\u1ea1ng qu\u00e1 t\u1ea3i th\u00f4ng tin gi\u1eefa m\u1ed9t Internet ng\u00e0y c\u00e0ng \u1ed3n \u00e0o. V\u1edbi ng\u01b0\u1eddi l\u00e0m website, c\u1ed1 l\u00e0m banner to h\u01a1n, s\u00e1ng h\u01a1n hay s\u1eb7c s\u1ee1 h\u01a1n \u0111\u00f4i khi ch\u1ec9 khi\u1ebfn n\u00f3 tr\u00f4ng gi\u1ed1ng qu\u1ea3ng c\u00e1o h\u01a1n v\u00e0 c\u00e0ng d\u1ec5 b\u1ecb b\u1ecf qua. \u0110i\u1ec1u quan tr\u1ecdng kh\u00f4ng ph\u1ea3i l\u00e0 t\u00ecm c\u00e1ch \u201c\u0111\u1eadp v\u00e0o m\u1eaft\u201d ng\u01b0\u1eddi d\u00f9ng, m\u00e0 l\u00e0 gi\u00fap th\u00f4ng \u0111i\u1ec7p c\u1ee7a b\u1ea1n kh\u00f4ng b\u1ecb n\u00e3o hi\u1ec3u nh\u1ea7m th\u00e0nh th\u1ee9 c\u1ea7n ph\u1ea3i lo\u1ea1i b\u1ecf.<\/p>\n","protected":false},"excerpt":{"rendered":"

B\u1ea1n \u0111\u1ecdc h\u1ebft m\u1ed9t b\u00e0i vi\u1ebft tr\u00ean website r\u1ed3i tho\u00e1t ra, nh\u01b0ng li\u1ec7u c\u00f3 th\u1ec3 nh\u1edb n\u1ed5i banner b\u00ean c\u1ea1nh v\u1eeba hi\u1ec3n th\u1ecb th\u01b0\u01a1ng hi\u1ec7u g\u00ec kh\u00f4ng? C\u00f3 th\u1ec3 m\u1eaft b\u1ea1n \u0111\u00e3 nh\u00ecn th\u1ea5y n\u00f3, c\u00f2n b\u1ed9 n\u00e3o th\u00ec quy\u1ebft \u0111\u1ecbnh b\u1ecf qua t\u1eeb tr\u01b0\u1edbc. Kh\u00f4ng h\u1eb3n v\u00ec b\u1ea1n l\u01a1 \u0111\u00e3ng. Ch\u1ec9 c\u1ea7n nh\u1eadn ra […]<\/p>\n","protected":false},"author":1,"featured_media":4602,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4319","post","type-post","status-publish","format-standard","has-post-thumbnail","category-cro"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/4319","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/comments?post=4319"}],"version-history":[{"count":7,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/4319\/revisions"}],"predecessor-version":[{"id":4726,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/4319\/revisions\/4726"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/media\/4602"}],"wp:attachment":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/media?parent=4319"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/categories?post=4319"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/tags?post=4319"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}